Components Your E-commerce Product Pages
Table of Contents
Designing an e-commerce product page that converts is not as easy a task as you might think. You’re already well aware of all the obvious page elements you need to include, like product descriptions and product photos. But there are some other components you should consider.
These are those extra steps that will help you stand out from the competition and convert more visitors than before:
One of the biggest mistakes e-commerce stores sometimes make is forgetting to cross- and upsell on product pages.
While a customer is browsing one of your items, you want to take advantage of the attention they are already giving you. By showing them other interesting, relevant products, you will make it much more likely that they will not only convert but also return.
Also, from an SEO standpoint, visitors spending more time on your website, looking at multiple pages, will help your overall rankings over time. It will signal to search engines they have found something interesting that is clearly of high quality, as they are still browsing.
Here’s a great way to include a cross-selling component on your website. Anytime Baseball’s Jr. Hack Attack Pitching Machine page has a “frequently bought together” section.
It shows you the item you’re currently looking at and also recommends others that will complement it well. One of them is a higher-tier product, while the other is a baseball that you will be required to use the pitching machine.
This is a simple and effective way to boost sales. You are pointing your shoppers in a direction they are highly likely to go in. You are saving them the time they would need to find the complementing product themselves. You might just be reminding them that they were planning on looking at one of these other items anyway.
When using this element, make sure that the product recommendations make sense. You don’t have to be as detailed as our example. You can offer socks that go with shoes, for example, or show all of the items the model in your product photo is wearing.
You can also display similar items from the same category, allowing the customer to keep hopping vertically, never having to go back to the product category page.
A lot of your customers will arrive on your product pages armed with numerous questions and potential conversion obstacles. First and foremost, they will likely wonder about the quality of the product itself.
Your goal is to offer instant reassurance. Yes, you can address all of these points in your product descriptions. But some customers won’t take the time to read them unless they already know it will be worth their time.
Trust badges are an effective way to prove the quality of a product and signal to shoppers whether they are looking at the right item. FOCL’s full spectrum CBD gummies page has four trust badges that will reassure most customers and engage them enough to keep reading.
They’ve been chosen carefully to address the most likely pain points. The product is clearly labeled as vegan, cruelty-free, and non-GMO. It has also been tested by a third party, making it safer and more likely to be of high quality. The brand has clearly done its research and understands what its customers are looking for.
When adding this component to your product pages, consider the same. What is it that would likely prevent your audience from converting? You may need to address questions about shipping costs and delivery times. Or maybe you’ll want to highlight your returns policy if there’s a high chance the item might need to be exchanged.
Other Ways to Overcome Conversion Obstacles
Speaking of conversion obstacles, you may find that trust badges aren’t enough to cover some of the more complex questions your customers may have about a product or your brand in general.
When this is the case, an FAQ section can be of great help. It will be good for SEO, as you will be answering the questions customers have about a certain product that they probably type into a search bar. It will also be good for customer experience and significantly increase your chance of conversion.
Let’s look at an example to see how you can handle this section. Leesa’s bamboo cotton sheet product page includes several questions and answers. First, there are detailed product specifications and information about shipping and delivery. Then there are some general questions about the material of the item and the individual items that make up a set.
The best question on this page is the last one. It is definitely a question that is often googled. It explains something about the product that most other brands never address. And it proves that the brand has done its research and understands what its customers care about.
When creating this element, carefully consider what your customers want to know. Don’t provide information you think would be good to share. Put yourself in their shoes and think from their perspective.
One of the biggest issues with online shopping is that you don’t actually get to see the product properly. Customers often end up disappointed when their purchase arrives, as it looks different from what they were expecting.
One of the ways to overcome this issue is to provide clear product descriptions. List sizes, materials, and other relevant information. You should also try to take photos of your products from various angles and in different lighting, especially if it’s a clothing item or a piece of furniture.
Deep zoom is a component you can add to your e-commerce product page that will help overcome the “lack of touch and feel” issue.
If a customer can see what the product looks like really close up, they are less likely to be disappointed. They will be able to see the fabric much better, all the details will be quite clear, and they will appreciate the extra care you are taking.
This thermal long-sleeve tee product page from Urban Outfitters can be zoomed in so that every tiny fabric detail is visible. You won’t see the stitch pattern on the regular image. But when you hover over it, you can tell exactly what kind of material you are looking at and whether or not you will like it.
This element will go a long way to reduce returns and thus help you cut costs. It will also lead to higher customer satisfaction, so you are more likely to see positive product reviews and recommendations across social media.
E-commerce provides countless opportunities to provide stellar customer service. Why not go the extra mile and help your shoppers choose the right product? One way to do this is to include an interactive content element on your product pages or at least make it available from them.
Think of it this way. When a customer is looking to buy a sofa, they would love to know if it will fit through their door. If you create a simple calculator that will provide the answer after they input a couple of basic measurements, they are much more likely to buy.
Or, if you were to create an interactive showroom, where items can be viewed from all kinds of angles, next to each other, under different lighting.
This type of content will require a lot of effort and can be costly to create. But its ROI will often surpass your expectations, especially if you draw attention to it in your marketing campaigns.
Nudie Jeans’ Gritty Jackon blue jeans product page offers customers two ways to assess the fit. There’s the fit guide that provides 360-degree views of the item and lets customers compare different models to each other.
There is also the Virtusize interactive size comparison calculator that asks you to input the size of your current model of jeans. You will instantly be able to tell whether the model you are looking at will actually fit and where it might be a bit snug or a bit loose.
The brand has taken jeans shopping, which is notoriously difficult in the female world, to a whole new level.
You already know that adding product reviews to your product pages is a great way to leverage the power of social proof. But there’s a way to make them even more useful and relevant to each individual shopper: make them filterable.
When reading online reviews, the biggest issue most people have is that they don’t know who wrote them. Does the person have similar skin to theirs? Do they live in a neighborhood that is equally humid? Do they need their car to seat six kids too?
If you ask reviewers to provide some basic information about themselves and their needs, relevant to the product they are reviewing, you will make them much more valuable.
Lush’s Honey I Washed My Hair shampoo bar has some varied reviews. However, since you can easily filter them based on hair type, hair goals, hair condition, and age, it’s easy to know if it’s more or less likely to suit your specific needs.
Don’t worry that customers will be dissuaded from leaving a review because you ask for a bit of personal information. As long as you explain why you need it and keep it relevant to the product, most people will love to share their experiences. Reviewers genuinely want to help others make the right purchasing decisions; they just sometimes don’t know how to do it well.
Before you add any of these elements to your product pages, consider how your audience is likely to respond to them. Which one is likely to have the best impact, and what would require significant time and effort to create?
Start with the component that will yield the highest return on investment, and work your way through this list over time.